One of the analysts at Mintel, Jack Duckett, said: "This trend was highlighted at London Fashion Week, where a number of shows featured models wearing more natural base make-up with a dewy sheen on natural-looking faces, accompanied with mascara-free eye lashes."

The Mintel research also found sales of fake tan are highest in the West Midlands and inner London, with lower usage in the East Midlands, the South East and East Anglia.